http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898The same can be said for the startup company in cutting edge fields - they have to keep trying so many different options on the various product features, target market segments, pricing, technology architecture, and so on before they hit upon the right formula. Since the product and customer are not known, startups needs to develop a process of "validated learning" through which they can learn to build a sustainable business
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